If you’ve read my post “Five Marketing Pet Peeves,” then you’ve already read about some of the things that annoy me most in marketing. Any marketing element that is inefficient or that idles the customer is an element that I don’t like. I want marketers to help consumers, not annoy them. Marketers can and should forge an effective, and possibly pleasant, relationship with their consumers.
The ideal marketers help consumers find what they want and show potential customers the things that they might want. Marketing should help both consumers and marketers, but there are aspects of the field that hinder this ideal. Here are three marketing pet peeves that do nothing to positively progress the field.
1. Oversaturated Content
This refers to written content, video content, images, and anything else. Keep it simple. If you are using templates for emails, try to avoid giant headers and other distracting elements. Complex elements like big headers and funky fonts pull the customer away from the purpose of the content.
If you are using images to supplement your content, then don’t use too many. Make sure the images you use truly and effectively represent your brand. Don’t repeat in images what you offer in the main content. It’s best to use images to supplement or sum up your content. Use images that reflect your brand in a good way.
2. Misuse of Links
Links are vital to marketing content. Marketers should include links in every type of content that they offer to consumers. But there are a lot of problems that can arise when using links.
Offering too many links to consumers causes the same detriment as offering too many options. Customers might not be able to decide on an action if there are too many links. Plus, when there are too many links, consumers may become confused.
You shouldn’t be directing customers to more than one or two places. Therefore you don’t need more than one or two links. The balance between enough information and too much information is delicate. Find that balance when dealing with links. Make it easy for customers to decide what they want to see.
Some content includes links that are not descriptive enough or are too descriptive. Keep links short and sweet. But don’t use links that say thinks “read more”, for these types of links are ambiguous. Also, make sure that links aren’t unnecessarily long, and that they lead to what you want them to (and not to an error page).
3. Making the Customer Work
This is a general pet peeve and could refer to many (or all) of the previous pet peeves. Still, it deserves mention. Don’t make the customer work to reach the next step in the sales process. The easier you make it for your customer, the more likely it will be that they take the next step along the sales pipeline.
Confusing, bland, or overly descriptive content is confusing and makes sifting through content annoying and difficult for the consumer. Allow your consumer to choose your brand. And allow your consumer to enjoy the content you offer. The best marketing schemes are enjoyable, simple, and easy to act upon.